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Información inteligente: tecnología

En la sociedad conectada actual, la tecnología impacta a todas las industrias, generando oportunidades y acelerando la velocidad de la innovación.

Para mantenerse competitivas, las empresas de tecnología deben comprender la evolución de las experiencias y las elecciones de los consumidores.

Nuestros expertos en investigación de mercados para el sector tecnología ofrecen información relevante orientada a la creación de conceptos atractivos y ganadores, el posicionamiento de productos, sus estrategias publicitarias y las experiencias de compra y uso. Nuestra trayectoria en el sector del equipamiento tecnológico se extiende desde las tecnologías de la información (B2C y B2B), la electrónica de consumo, la fotografía, el equipamiento de oficina y las telecomunicaciones, hasta la investigación de sus usuarios y las tendencias de cada categoría.

TechTalk newsletter

Descubra las perspectivas, las tendencias y los datos más recientes del sector tecnológico en nuestra Newsletter TechTalk.

Últimas tendencias

Aquí puede encontrar las últimas tendencias del sector tecnológico. Siga leyendo

    • 05/10/16
    • Press
    • Media and Entertainment
    • Technology
    • Mexico
    • Spanish (Latin America)

    Hong Kong, América del Norte y los Emiratos Árabes Unidos tienen las poblaciones más "conectadas" del mundo.

    Hong Kong y América del Norte tienen los consumidores más conectados del mundo, pero las personas en los Emiratos Árabes Unidos se acercan rápidamente.
    • 05/10/16
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • Connected Consumer
    • Mexico
    • Spanish (Latin America)

    Connected Consumer Index

    GfK’s Connected Consumer Index provides a single measure covering how much, and on what devices, consumers in each of 78 countries and 8 world regions digitally connect with each other and with digital content. 
    • 05/23/17
    • Retail
    • Technology
    • Point of Sales Analytics
    • Global
    • English

    Maximize your media effectiveness and investment with our five-step program

    In our interactive white paper, we share our five-step program for maximizing your media effectiveness and achieving more for your marketing budget. 
    • 05/11/17
    • Technology
    • Trends and Forecasting
    • Global
    • English

    Looking for the future of mobile? Take a trip to Beijing

    ‘You can do without a wallet in Beijing these days but not without a smartphone.’ This came from the cab driver who picked me up at Beijing International airport when I landed with my mother last fall for the first trip back to my home country (and hometown) in years. He was completely right. Over the following weeks, I grew a renewed appreciation for my iPhone (now powered by a local SIM card), and constantly found myself pulling it out for all the things I had never used it for – to help open a bank account (you have to have a local mobile number and a phone that can at least receive authentication codes to be able to open an account in China), to make online reservations at restaurants (many of them don’t take reservations over the phone), to book an online appointment at a local salon and get a nice discount for the visit, to use an app to call cabs (Didi, the world largest ride-hailing service with nearly 400 million users across 40 cities in China), and of course, to make in-store purchases by scanning QR codes. Having followed and reported on tech trends for years, I was prepared for the role of smartphones in China. However, being there to experience and witness the smartphone culture first-hand, I still couldn’t help but constantly marvel at how involved my fellow citizens are today with their beloved phones.
    • Chinese are now the most engaged mobile phone users globally: Many visitors to China would probably share my amazement at Chinese consumers’ high smartphone engagements. According to data from GfK Consumer Life, Chinese today use their mobile phones to do more than their peers in any of the other 21 countries covered in our global study. On average, 61% of online Chinese consumers age 15+ did at least seven out of fourteen consistently tracked activities on their mobile phones in the past month, from social networking to online banking. This compares with 57% in South Korea, 34% in the US, and 32% in the UK.
    • Older consumers drive the latest growth: It’s no longer just tech-savvy younger Chinese who are inseparable with their phones. Increasingly, it’s their grey-haired parents – and grandparents – as well.

      The biggest increase in mobile phone engagement since 2014 came from older Chinese age 50+, whose growing fascination with their phones was visible when we toured around Beijing. From restaurants to buses to community parks, I was always able to spot seniors being totally immersed in the little screens in their palms. By the end of our trip, my mom’s group of 70-80 year-old friends had convinced her to install WeChat, China’s massively popular mobile social networking app with now 889 million users. And content sharing to her account has been flowing non-stop ever since.
    • China dwarfs the US in mobile commerce and payments: Our taxi driver wasn’t kidding when he said that you can survive in China’s large cities without a traditional wallet, as long as you’re equipped with a mobile one.

      From tiny street vendors to large supermarkets, numerous retailers of all types in Beijing accept mobile payments, often through popular apps Alipay and WeChat Pay. China’s relatively low plastic card penetration also contributes to the appeal of mobile wallets as a convenient non-cash alternative.

      Of course, smartphones are used not only for in-store payments, but online purchases. The latest data from GfK Consumer Life indicates that 61% of online Chinese mobile phone users used their handsets to buy something online in the past month, up 17 pts from 2014. This compares with 28% of American users, up 7 pts in the same time period. Last year, China’s biggest online shopping day Single’s Day raked in an eye-popping $17.8 billion in sales, with 82% coming from mobile transactions. To put that into perspective, last year’s record-setting Cyber Monday rang in $3.45 billion, with mobile accounting for around one-third of that revenue.
    • Chinese companies on the rise in mobile technologies: Chinese consumers’ high engagement with their smartphones can be attributed in part to the innovative solutions from local tech giants.

      Tencent’s WeChat, launched in 2011, has built itself into a ‘super app’ that allows users to not only make video calls and group chat, but shop, make payments, book a hotel, hail a ride and play games all on one intuitive platform. Its ‘super app’ approach is often seen as inspiring even to tech giants in the West.
    With a willing consumer and increasingly sophisticated local players, China is poised to continue to lead the evolution of the mobile culture. Brands trying to crack the Chinese market must recognize the essential role of mobile in the lives of these consumers. And for those curious about the future of mobile technologies, China – not the US – may be the closest to offer a glimpse. Veronica Chen is Vice President at GfK Consumer Life. To share your thoughts, please email veronica.chen@gfk.com or leave a comment below. [1]GfK PoS Measurement, 2016, Sales Units, USA and Mexico not included
Soluciones
  • Marca y experiencia del cliente

    Marca y experiencia del cliente

    Las marcas están bajo presión ya que deben desarrollar conexiones emocionales y relaciones con los consumidores que son los encargados de tomar decisiones comerciales.

  • Innovación en el mundo digital

    Innovación en el mundo digital

    Cuando los consumidores compran, buscan, se comunican, recolectan información e interactúan con empresas o marcas online, lo hacen de diferentes formas dependiendo del dispositivo o la pantalla que utilicen. Asimismo, esperan tener una experiencia consistente sin importar el canal o dispositivo que usen.

  • POS Tracking

    POS Tracking

    Tanto los distribuidores como los fabricantes están siempre bajo presión para desarrollar productos y servicios que maximicen las ventas y los beneficios, a su vez, conseguir que los clientes vuelvan.

    El éxito se basa en contar con los datos de ventas del canal minoristas más actualizados, al igual que comprender qué productos y servicios tienen un buen desempeño en el mercado (y cuáles no). Con esta información, las empresas pueden establecer estrategias claras para el crecimiento comercial y aumentar el retorno de la inversión. 

  • Experiencia del usuario (UX)

    Experiencia del usuario (UX)

    En la actualidad, se bombardea a los consumidores con promesas de experiencias fascinantes. Ellos son sofisticados y exigentes.  Para tener éxito, un nuevo producto o servicio debe ser intuitivo, útil, atractivo y deseable. La experiencia del usuario debe ser inolvidable.

    Los expertos en investigación y diseño de la experiencia del usuario  (UX) de GfK ayudan a nuestros clientes a crear y mejorar las experiencias de los clientes para productos y servicios tanto actuales como futuros.

  • Oportunidades de mercado e innovación

    Oportunidades de mercado e innovación

    Las marcas se encuentran bajo una presión constante para poder mantener la relevancia en un mercado cada vez más saturado. Es fundamental saber cuándo, dónde y cómo ofrecer experiencias atractivas que generen valor añadido tanto para los consumidores como para las marcas. 

  • Tendencias y pronósticos

    Tendencias y pronósticos

    La velocidad actual de lanzamiento de nuevas ofertas, junto a la disminución de los ciclos de vida de los productos, se traducen en una presión incomparable para que las empresas se mantengan a la vanguardia.  El comportamiento de compra de los consumidores está cambiando más rápido que nunca. 

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